Professional Documents
Culture Documents
• Main topics
• Performance management for digital channel
• Content management process
• Responsibilities for customer experience and
site management
Chapter 10 Evaluation and improvement of digital
channel performance
Performance measurement for digital channels
• 3 stage process:
• Stage 1. Creating a performance measurement system
• Stage 2. Defining the performance metrics framework
• Stage 3. Tools and techniques for collecting insights,
running processes and results
Stage 1: Creating a performance management
system
• Performance measurement:
– The process of quantifying the efficiency and effectiveness of
past actions through acquisition, collation, sorting, analysis,
interpretation and dissemination of appropriate data.
• Barriers to improvement of measurement systems
– senior management myopia
– unclear responsibilities for delivering and improving the
measurement system
– resourcing issues
– data problems
Stage 1: Creating a performance
management system
• Channel buyer behavior: Describes which content is visited and the time
and duration.
– Bounce rates for different pages, i.e. proportion of single page visits.
– Home page views/all page views, e.g. 20 per cent = (2000/10,000).
– Stickiness: page views/visitor sessions, e.g. 2 = 10,000/5000.
– Repeats: visitor sessions/visitors, e.g. 20 per cent = 1000/5000.
Stage 2: Defining the performance metrics
framework
• Channel satisfaction: Evaluation of the customer’s opinion of the
service quality on the site and supporting services such as email.
– Ease of use; Site availability; Performance; Email response.
• Multivariate testing is a
more sophisticated form of
AB testing which enables
simultaneous testing of
pages for different
combinations of page
elements that are being
tested.
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